Author: Francis Arackal Thummy
The content of an advertisement gives rise to many meanings and interpretations. Some writers use the term media 'text' instead of media 'content'. A text can be understood in a variety of ways.
Academic Paper from the year 2017 in the subject German Studies - Linguistics, grade: NA, course: Semiotic Analysis, Film Appreciation, Media, language: English, abstract: The science of symbols, called semiotics or semiology, helps us understand our world that is full of signs and symbols. One of the areas where semiotics proves to be useful is in the field of the media. It enables us to see how media content is produced by the sender and consumed and interpreted by the audience. This paper takes a special look at the semiotic understanding of media and explains how semiotics is used in making media content, especially advertising and films. The content of an advertisement gives rise to many meanings and interpretations. Some writers use the term media 'text' instead of media 'content'. A text can be understood in a variety of ways. Thus media content or text in principle is polysemic, having multiple potential meanings for its audience. Further, media content can be differentiated according to its degree of openness. Semiotic method as applied to media content sheds light on the hidden or underlying meanings. Considered in this way, the primary objective of media semiotics is to study how the mass media create or recycle signs for their own ends.